Hail to the Stream Queens, the Lords of the Likes, the Supreme Providers of Screen Time…

The Brief: Reinvent Vodafone’s brand platform to make it clear that customers—not the company—were in control of their contracts and service. Oh, and do it during peak Covid lockdowns, when the world was unraveling, and people were still figuring out how to unmute themselves on Microsoft Teams.

The Answer: You Rule. A platform that flipped the script, positioning Vodafone as the humble servant to its all-powerful customers—offering up its network as loyally as a peasant presenting their finest goat to a medieval monarch.

Every touchpoint—TV, OOH, digital, in-store, and social—was designed to reinforce this fresh, customer-first monarchy, with a system that flexed from grand, cinematic brand films to meme-worthy micro-content.

The mix of smart and silly struck the right chord, and when the sales numbers rolled in, it turned out to be wildly effective.

We launched with a 30” TV spot, a full spectrum of social content (TikTok, Insta, FB), national OOH, radio, in-store materials, and even internal comms for employees—a small sampling of which is below.

Not shown: Sir Selfie of Gramalot, an agency favorite who ruled from his porcelain throne… until the client banished him from the kingdom. Sigh.

TikTok video examples…

Out of home…